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Brown-Forman to set up own company in France

Brown-Forman is establishing its own distribution company in France, effective January 1, 2014. 

Brown-Forman’s business in France has grown depletions at a double-digit annual rate since 2005.  France will join the US, Germany, Australia, Poland, Mexico, China, South Korea, Brazil, the Czech Republic, and Taiwan as countries where Brown-Forman has fully-owned sales and marketing operations.

Brown-Forman’s arrangement with current distributor Bacardi Martini France will conclude in December of 2013. “Brown-Forman has had a long and successful relationship with Bacardi Martini France and we thank them for their valued contributions on our behalf in France,” said Mark McCallum, Brown-Forman president, EAE/APAC, noting that Brown-Forman and Bacardi continue to benefit from strategic partnerships in a number of important markets around the world, including the US and UK.

“France is the world’s third largest whiskey market and our Jack Daniel’s trademark has been enjoying significant growth as French consumers evolve their whiskey preference from scotch to American whiskey. We believe that establishing our own distribution company in France will further the growth of the Jack Daniel’s trademark and, additionally, support the development of our broader premium brand portfolio in this important market," stated McCallum. “In addition, this move will contribute to our strategic goal of continuously improving our brand-building capabilities and in-market knowledge and influence across the globe.”  

For more than 140 years, Brown-Forman Corporation has been building beverage alcohol brands, including Jack Daniel’s Tennessee Whiskey, Southern Comfort, Finlandia, Jack Daniel’s & Cola, Canadian Mist, Korbel, Gentleman Jack, el Jimador, Herradura, Sonoma-Cutrer, Chambord, New Mix, Tuaca, and Woodford Reserve.  Brown-Forman’s brands are supported by nearly 4,000 employees and sold in approximately 160 countries worldwide.  For more information about the company, please visit.

18 January 2013 - Felicity Murray